Twelve centuries after his death, the Persian poet Jalal al-Din Rumi has become the best-selling poet in the United States and gathered a massive popularity globally, following the English...Show moreTwelve centuries after his death, the Persian poet Jalal al-Din Rumi has become the best-selling poet in the United States and gathered a massive popularity globally, following the English translations of his works. Today, numerous brands owe their name to Rumi. Although this trend started in the United States, in the Netherlands, too, the iconic figure of Rumi has been commodified. The aim of this thesis is to elaborate on how Rumi's contested identity is being claimed so as to befit brand identities in the Netherands. An in-depth Analysis of two cases within the Netherlands where Rumi's name served as an identity marker for marketing purposes will aid answering the question.Show less
